With many years of marketing experience across diverse industries, I’m excited to now offer my proven marketing training programs to accounting firms here in Lincolnshire, IL seeking to expand their skills and amplify growth. While marketing is more important than ever for professional services firms, most accountants receive little formal training in areas like branding, digital marketing, client research, content creation, campaign management, and reporting.
This lack of marketing expertise coupled with the digital acceleration makes it challenging for many Lincolnshire accounting practices to consistently attract new clients and expand share of wallet with current clients. My marketing training coupled with FocalPoint coaching fills this skills gap through customized curriculum and hands-on learning designed to each firm’s specific growth goals and target clientele.
Here is an overview of my three-phase marketing training methodology:
Conducting a Marketing Maturity Assessment
First, I undertake an exhaustive audit of your accounting firm’s current marketing operations across all facets including brand messaging, logo, website, thought leadership content, video presence, client personas, market segmentation, inbound and outbound campaigns, digital footprints, automation tools, sales enablement, and reporting. This involves thorough stakeholder interviews, examining past strategies and campaigns, analyzing web traffic and funnel metrics, assessing competitor activity, facilitating working sessions, and potential focus groups. I leave no stone unturned to develop a 360-degree view of current marketing strengths, weaknesses, and opportunities. This rigorous maturity assessment establishes priority focus areas for training investment that will deliver maximum business impact when strengthened.
Designing a Targeted Curriculum Based on Skill Gaps
With clarity around the highest potential marketing skill and mindset gaps revealed through my comprehensive assessment, I design a skills-focused training curriculum tailored directly to address your firm’s deficiencies and growth opportunities. For example, if assessment shows website conversion needs improvement, I may focus on modules like landing page optimization, calls-to-action, and funnel tracking. If messaging lacks differentiation, I may train on value proposition development and client personas. Content creation, video production, Salesforce, and emerging digital channels represent other potential focus areas, always aligned to your unique growth priorities. The goal is equipping your team with exactly the capabilities needed to deliver on objectives.
Delivering Hands-On Skill Building with Ongoing Coaching
My training methodology emphasizes practical application through activities like workshops, simulations, real-world exercises, 1:1 coaching, and implementation practice. Participants apply concepts immediately through activities like drafting social media content, website page revision, video storyboard creation, campaign logic mapping, and message testing. The best way to learn is by doing. This instills tangible skills versus vague theory. Programs run 3-12 months with ongoing support to reinforce learning including:
- Multi-day intensive bootcamps to establish core frameworks
- Periodic skill-building workshops to layer additional capabilities
- In-the-moment coaching during live campaign creation
- Recorded trainings for self-paced learning
- Client portal setup and management
- Consistent coaching cadences and accountability to drive adoption
This blended learning approach develops engrained behaviors through applied repetition versus one-off inspiration events. The outcome is a Lincolnshire accounting team truly equipped to execute modern marketing strategy that gets results.
Here are some examples of the marketing capabilities I typically develop to amplify accounting firms’ impact:
- Brand Messaging and Positioning – Clarifying and communicating your differentiated brand promise.
- Campaign Strategy – Defining multi-channel campaigns to penetrate target accounts and segments.
- Content Marketing – Creating compelling content that engages each buyer stage.
- Digital Marketing – Optimizing your website, SEO, PPC, and client portal.
- Multichannel Orchestration – Integrating initiatives across online and offline channels.
- Marketing Automation – Building email and nurture campaigns for lead management.
- Analytics and Reporting – Quantifying campaign and content ROI.
- Agile Testing – Developing and optimizing campaigns informed by insights.
With my FocalPoint coaching, the outcome is a Lincolnshire accounting firm armed with the modern marketing skills required to consistently attract new clients, expand share of wallet with current clients, and clearly communicate your value in today’s digital landscape. Let’s talk if your firm struggles to generate leads and organic growth due to capability gaps!
